DeGeneres took the widely tweeted group selfie with a bunch of Hollywood celebrities using Samsung’s Galaxy Note 3 smartphone-tablet, which, according to a Samsung spokesman was provided as a part of the company’s sponsorship for the show.

Samsung, in its push to market its products, showered the big show with a myriad of devices. Using 10 large-sized Samsung television sets, 21 tablet computers and 55 smartphones, among others, the company filled a wall that measures 5.3 meters wide and 2.6 meters tall with its products at one of the waiting rooms.

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The Samsung devices – totaling 86 in number to match the show’s 86th anniversary – displayed memorable scenes from widely viewed movies, according to the company.

As a part of its big marketing efforts – for which Samsung spent a whopping 13 trillion won in 2012 – the company takes advantages of various global events to boost its presence, although they’re not necessarily well-received.

The Sochi Olympics was one of the latest events where the company heavily promoted its Galaxy devices. Samsung even distributed a press release on how the company’s devices were taking part in the games.

It even launched a video campaign dubbed “Keep on Pushing,” featuring the Jamaican bobsleigh team to “help spread the Olympic spirit,” according to a statement posted on its website.